HEXR SS21 product launch
The client
HEXR is the world’s first custom helmet, crafted to the exact contours of your head. Using 100% sustainable materials, HEXR’s honeycomb structure has a smarter crumple response than traditional foam helmets.
The task
The creative direction of HEXR’s Spring/Summer 2021 product launch campaign, from concept to final delivery.
On the product side, my work involved initial concepts and mood boards, iterative feedback on designs and final sign off. Once the product was completed, I was responsible for art directing photography and the campaign film on location, as well as coordinating final delivery of designs for social media and the e-commerce site.
The solution
We developed an editorial photography and video style that centred around the models as the heroes. We captured the playfulness and sense of power these new colours would bring. Moving away from the technical, restrictive style of the brand, the creative evolved to being much more free-flowing and uplifting than had previously been used. We showcased each athlete through short, engaging videos with supporting still imagery.
Photographer/Director Matt Ben Stone
Camera Operator Tom Wootton
Hair & Makeup Fiona Neal
Camera Operator Tom Wootton
Hair & Makeup Fiona Neal
Developing and iterating designs
The development of this project began with initial research into colour trends. We then turned to Springbok Designs to help bring the product to life. Through quick iterations and three rounds of sampling, we were able to settle on a fade design. In an effort to be different, we opted for a non-uniform fade that focusses on the air flow around the helmet, a subtle nod to the technical aspect of the brand. We wanted it to be kinetic and show speed, but also have a natural movement and energy to it that would appeal to a wide audience.
Art directing photography & video
For our Spring/Summer collection, we headed to the coastline of Camber Sands, Sussex. Blessed with snippets of brilliant sunshine, the area's expansive, golden sand beach and wispy dunes provided the ideal backdrop to shoot against. Wheelies, illusive summer sun, hazy and vibrant colours all encapsulate the feeling of this collection.
We developed an editorial photography and video style that centred around the models as the heroes. We captured the playfulness and sense of power these new colours would bring. Moving away from the technical, restrictive style of the brand, the creative evolved to being much more free-flowing and uplifting than had previously been used. We showcased each athlete through short, engaging videos with supporting still imagery.
Sharing it with the world
The primary objective of this product launch was to showcase the new shell colours on the website, allowing customers (both new and existing) to purchase. The product page design was updated in order to accommodate multiple colour variants, and launch imagery was used both here and on the homepage. The new product was also launched across social media, email campaigns and blog posts.
“Jess was pivotal in building the HEXR brand and someone I could personally rely on. She has a broad set of skills and is extremely capable, particularly in delivering high quality work in a nimble manner. I always enjoyed working with Jess and was impressed with how she took initiative and made things happen.”
— Jamie Cook, Co-Founder & CEO of HEXR
